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Instagram To Show More Content From People You Don’t Follow

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Instagram To Show More Content From People You Don't Follow

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Instagram is adding two new feeds to the app, and updating the existing home feed with more content from accounts you don’t already follow.

To counterbalance the additional content you didn’t opt-in to seeing, Instagram is bringing back the chronological feed which only contains content from followed accounts.

The other feed Instagram is introducing is similar to Twitter’s lists, in that it allows you to curate the accounts you want to see content from.

Here are more details about the updates coming to Instagram, which are said to give users more control over their experience.

Updates To Instagram’s Home Feed

In an update that’s confirmed to be rolling out soon, and is already available in testing for select users, the Instagram app is going to contain three types of feeds.

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The three feeds include:

  • Home: This is the Instagram experience you know today where content is ranked algorithmically based on how interested you’re likely to be in specific posts.
  • Favorites: This feed contains content from accounts that you want to make sure you don’t miss things from. You can choose which accounts appear in this feed, kind of like Twitter lists.
  • Following: This is a chronological list of posts just from accounts you follow.
Screenshot from: Twitter.com/Mosseri, January 2022.

In a video published by Head of Instagram Adam Mosseri, the two new feeds are previewed and details are shared regarding changes to the existing home feed.

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Mosseri says these changes are being made in an effort to help people feel good about the time they spend in the app.

He believes giving people ways to customize their Instagram feed can create a more positive experience.

At the same time, however, the main feed is going to stray further away from the content people have opted into.

This is stated while Mosseri is describing the new ‘Following’ feed. He says (emphasis mine):

“… The third we’re calling ‘Following’ — and it’ll be a chronological list of posts just from accounts you follow, because Home is going to have more and more recommendations over time.”

That’s good news when it comes to content discovery, as it creates the potential for accounts to get in front of more people and build an audience.

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Though it could lead to a worse experience if people suddenly find they’re not getting enough of the content they want to see when they open the Instagram app.

At least they’ll be able to quickly switch over to either the Favorites or Following feeds from an easily accessible drop down menu.

As mentioned, these are already available in testing for some users. Mosseri says he hopes the full experience will launch in the first half of this year.

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Featured Image: Camilo Concha/Shutterstock



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B2B PPC Experts Give Their Take On Google Search On Announcements

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B2B PPC Experts Give Their Take On Google Search On Announcements

Google hosted its 3rd annual Search On event on September 28th.

The event announced numerous Search updates revolving around these key areas:

  • Visualization
  • Personalization
  • Sustainability

After the event, Google’s Ad Liason, Ginny Marvin, hosted a roundtable of PPC experts specifically in the B2B industry to give their thoughts on the announcements, as well as how they may affect B2B. I was able to participate in the roundtable and gained valuable feedback from the industry.

The roundtable of experts comprised of Brad Geddes, Melissa Mackey, Michelle Morgan, Greg Finn, Steph Bin, Michael Henderson, Andrea Cruz Lopez, and myself (Brooke Osmundson).

The Struggle With Images

Some of the updates in Search include browsable search results, larger image assets, and business messages for conversational search.

Brad Geddes, Co-Founder of Adalysis, mentioned “Desktop was never mentioned once.” Others echoed the same sentiment, that many of their B2B clients rely on desktop searches and traffic. With images showing mainly on mobile devices, their B2B clients won’t benefit as much.

Another great point came up about the context of images. While images are great for a user experience, the question reiterated by multiple roundtable members:

  • How is a B2B product or B2B service supposed to portray what they do in an image?

Images in search are certainly valuable for verticals such as apparel, automotive, and general eCommerce businesses. But for B2B, they may be left at a disadvantage.

More Uses Cases, Please

Ginny asked the group what they’d like to change or add to an event like Search On.

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The overall consensus: both Search On and Google Marketing Live (GML) have become more consumer-focused.

Greg Finn said that the Search On event was about what he expected, but Google Marketing Live feels too broad now and that Google isn’t speaking to advertisers anymore.

Marvin acknowledged and then revealed that Google received feedback that after this year’s GML, the vision felt like it was geared towards a high-level investor.

The group gave a few potential solutions to help fill the current gap of what was announced, and then later how advertisers can take action.

  • 30-minute follow-up session on how these relate to advertisers
  • Focus less on verticals
  • Provide more use cases

Michelle Morgan and Melissa Mackey said that “even just screenshots of a B2B SaaS example” would help them immensely. Providing tangible action items on how to bring this information to clients is key.

Google Product Managers Weigh In

The second half of the roundtable included input from multiple Google Search Product Managers. I started off with a more broad question to Google:

  • It seems that Google is becoming a one-stop shop for a user to gather information and make purchases. How should advertisers prepare for this? Will we expect to see lower traffic, higher CPCs to compete for that coveted space?

Cecilia Wong, Global Product Lead of Search Formats, Google, mentioned that while they can’t comment directly on the overall direction, they do focus on Search. Their recommendation:

  • Manage assets and images and optimize for best user experience
  • For B2B, align your images as a sneak peek of what users can expect on the landing page

However, image assets have tight restrictions on what’s allowed. I followed up by asking if they would be loosening asset restrictions for B2B to use creativity in its image assets.

Google could not comment directly but acknowledged that looser restrictions on image content is a need for B2B advertisers.

Is Value-Based Bidding Worth The Hassle?

The topic of value-based bidding came up after Carlo Buchmann, Product Manager of Smart Bidding, said that they want advertisers to embrace and move towards value-based bidding. While the feedback seemed grim, it opened up for candid conversation.

Melissa Mackey said that while she’s talked to her clients about values-based bidding, none of her clients want to pull the trigger. For B2B, it’s difficult to assess the value on different conversion points.

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Further, she stated that clients become fixated on their pipeline information and can end up making it too complicated. To sum up, they’re struggling to translate the value number input to what a sale is actually worth.

Geddes mentioned that some of his more sophisticated clients have moved back to manual bidding because Google doesn’t take all the values and signals to pass back and forth.

Finn closed the conversation with his experience. He emphasized that Google has not brought forth anything about best practices for value-based bidding. By having only one value, it seems like CPA bidding. And when a client has multiple value inputs, Google tends to optimize towards the lower-value conversions – ultimately affecting lead quality.

The Google Search Product Managers closed by providing additional resources to dig into overall best practices to leverage search in the world of automation.

Closing Thoughts

Google made it clear that the future of search is visual. For B2B companies, it may require extra creativity to succeed and compete with the visualization updates.

However, the PPC roundtable experts weighed in that if Google wants advertisers to adopt these features, they need to support advertisers more – especially B2B marketers. With limited time and resources, advertisers big and small are trying to do more with less.

Marketers are relying on Google to make these Search updates relevant to not only the user but the advertisers. Having clearer guides, use cases, and conversations is a great step to bringing back the Google and advertiser collaboration.

A special thank you to Ginny Marvin of Google for making space to hear B2B advertiser feedback, as well as all the PPC experts for weighing in.

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Featured image: Shutterstock/T-K-M

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